Business

Dove Short Film Embraces 'Selfies' to Redefine How We Perceive Beauty

PARK CITY, Utah — Dove is debuting at the 2014 Sundance Film Festival on Monday a short film that explores how social media is shaping the way the we perceive beauty.

The 7-minute short film called Selfie follows a series of teenagers and their mothers who are asked to take self-images that highlight their insecurities about the way they look. In an experiment reminiscent of Dove's viral "beauty sketches" ad, the participants learn some of their disliked attributes are what others consider to be the most beautiful.

At the backbone of Selfie is research conducted by Dove which revealed 63% of women believe social media is influencing today’s definition of beauty more than print media, film and music. The film, directed by documentary filmmaker Cynthia Wade and produced by Sharon Liese, aims to empower women to redefine the traditional perception of beauty found in glossy magazines and movies.

“The way women are defining beauty today is changing dramatically, and social media has much to do with the change,” Wade said. “Now, we have the ability to photograph the beauty we see in our friends and ourselves. When we share these diverse images on our social networks, we are taking personal ownership and truly redefining beauty.”

Overall, the film encourages women to pick up their mobile devices, capture who they are and influence the conversation around natural beauty. That's right: Dove wants you to embrace the selfie.

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